I am working for startup in Norway that has seen extreme growth in just 2 years. We are in the chatbot/virtual assistance space and our biggest competitors are big multi-billions US companies.

When it comes to european languages, we are at least an order of magnitude better in understanding natural language and delivery speed(from start to production) than these big companies. But oh boy how many times EU companies pick one of these big players over us and fail. Today we have a range of HUGE clients, half of them who has even failed with a competitor. We have a really good story to sell. Still it is impossible to convince 1 of 2 companies to go with us first. They really want to fail hard before giving us a chance. I just can't understand why it is like this. The trust in US companies with a strong name over decades is really huge here in EU.